Written by Sean Wooler Daily Mail Health Editor 00:01 01 01 February 2024, updated 00:27 01 February 2024
An advertising watchdog has launched a crackdown on cosmetic surgery companies that lure Brits abroad for dangerous treatments.
The Committee on Advertising Practice (CAP) said “too many” overseas clinics were putting people at risk of harm by advertising their services irresponsibly.
It has launched an “enhanced surveillance” operation to identify and tackle ads that flout Britain’s strict rules, and has told violators to “get their house in order”.
The move comes amid an increase in patients seeking to travel abroad for procedures such as liposuction, breast augmentation and “Brazilian butt lifts.”
It can be cheaper to go abroad for treatment, and some companies are trying to lure customers with package deals that include a “vacation” and treatment.
The Committee on Advertising Practice (CAP) said “too many” overseas clinics were putting people at risk of harm by advertising their services irresponsibly. Liposuction to remove up to 15 liters of fat, BBL, laser treatment to change eye color, and hymenoplasty are all offered at clinics across Turkey. This move comes amid an increase in the number of patients wishing to travel abroad for procedures such as liposuction and breast augmentation. Brazilian Butt Lift. The Turkish clinic offers packages including VIP airport transfers in a “luxury vehicle” and a five-star hotel stay with breakfast included. Some even promise free tours to cities like Istanbul, the option to bring another guest at no extra charge, and even 24/7 emergency call service, overnight nurse visits, and even massages.
But CAP, which sets the UK’s advertising regulations, said many ads on social media downplayed the risks of the surgery and exaggerated the benefits and preyed on people’s vulnerabilities.
Others use time-limited offers to pressure people into making hasty decisions.
The Advertising Standards Authority (ASA), which enforces CAP rules, last year upheld several complaints against overseas cosmetic surgery providers targeting British consumers.
It said the content in question was either featured in paid ads or promoted by influencers on sites like Instagram and Facebook.
CAP will today issue an enforcement notice to overseas cosmetic surgery providers setting out the rules and enforcement actions to be taken.
Which problematic adverts did the Advertising Standards Authority uphold a complaint about?
An ASA investigation has led to the banning of 13 advertisements targeting people in the UK. These include:
aesthetic clinic
Paid Facebook ads from Aestheal Clinic promoting cosmetic surgery in Turkey were reported in May 2023.
The advertisement said: “You can now get the perfect body you’ve always dreamed of.” At Aestheal Hospital, we offer the best services for the following plastic surgery procedures:
The ASA considered that the use of the words ‘perfect’ and ‘dreamed of’ could give rise to unrealistic expectations of what is achievable.
erdem clinic
A paid Facebook ad posted in May 2023 read, “Don’t let your nose obscure your face.” Get the beauty you’ve always dreamed of with nose job treatment. Choose to be the most beautiful you can be. ”
It also offered “up to 30% discount on joint flights.”
The ASA concluded that the ad was “socially irresponsible” and “misled” consumers about the complexity of the surgery, the length of recovery time and the pain experienced during and after the procedure.
GET DHI Hair Clinic
A paid Facebook ad posted in May 2023 promotes hair transplants with the caption: “Same price for vacation and treatment – Better than UK prices – DHI technology – Largest graft in one session” Ta.
The ASA said there was “no evidence” to support the ad’s claims of effectiveness and that the emphasis on travel was “likely to undermine the seriousness of the proposed surgery”.
“Advertising of these services targeting UK consumers is on the rise, and while some are following the rules, too many are not,” the group said.
“Cosmetic surgery is a serious decision and advertising should reflect that.
“Many people who travel abroad for surgery have a positive experience, but as with any surgery there is always the potential for problems to occur.
“Failed surgery can result in serious, life-altering harm and, in the worst cases, death.
“Within our role and authority, we are committed to ensuring that the advertising of these services is responsible.
“That is why we are sending this enforcement notice to tell clinics to get their house in order.”
“We will not hesitate to impose sanctions on ads that violate our rules.”
CAP said advertising must be responsible and must not make claims that are not supported by sufficient evidence or use the social pressures of the times to encourage people to undergo surgery. .
The ASA has banned 13 advertisements by overseas cosmetic surgery clinics targeting people in the UK.
The ad broke a number of rules, including not making the potential risks clear. Downplaying the decision to undergo surgery. Make misleading claims regarding safety. Making misleading claims about a physician’s qualifications.
The enforcement notice says companies should avoid focusing workarounds on hotel stays, flights or holidays rather than the surgery itself, as this could have the effect of “undermining the seriousness of the surgery”.
It also warns customers who promise them the “body they’ve always dreamed of”, saying all before and after photos should be real.
CAP said it will work with social media companies to remove ads that violate its rules and will report noncompliant companies to their national regulators if they do not comply.
CAP Director General Shahriar Koupal said, “Every year, many people go abroad and have a positive experience undergoing cosmetic surgery.”
“But as more businesses advertise to UK customers, we are also seeing more examples of the rules being broken. This has to stop.
British surgeons say multimillion-dollar NHS bills to fix botched cosmetic surgery performed overseas are soaring, costing the NHS an estimated £100,000 alone. is sounding the alarm.
“While we do not regulate the services these clinics provide, we do regulate their advertising aimed at UK consumers.
“This enforcement notice makes clear that advertisers need to ensure their ads are always up to date.
“They need to follow our rules or we will impose sanctions to protect our viewers from advertising.”
Health Secretary Maria Caulfield said: “All cosmetic surgery carries risks and this is an important step in cracking down on irresponsible advertising targeting vulnerable people in the UK.”
“The new guidelines will help ensure that all advertising adheres to our strict advertising rules and clearly identifies potential risks.”
“We encourage anyone considering a medical procedure abroad to research the applicable standards and qualifications in the country they are traveling to before making a decision.”
Red flags for undergoing cosmetic surgery abroad
All surgeries come with risks, so it’s important to do your research before hopping on a plane for cheap plastic surgery.
Although it will cost less than having surgery in the UK, you should keep in mind that safety standards may not be the same.
holiday package
The NHS has warned that people should be wary of websites selling cosmetic surgery as part of their holiday.
Some websites sell the idea of sightseeing with a hotel that includes breakfast.
NHS advice adds that if you are considering a holiday package, always speak to your surgeon rather than just meeting a salesperson.
The health department added that people should not pay to see a surgeon they have never met.
The Royal College of Surgeons echoes the NHS’s concerns and advises against consenting to cosmetic surgery before meeting the surgeon and visiting the hospital.
British plastic surgeon Veal Rozart said: “Problems often occur when people travel long distances overseas for surgery and then don’t have proper aftercare.”
“In many cases, third-party agencies sell the procedure without the surgeon seeing the patient in person or providing proper counseling until the actual surgery date.”
additional cost
Many surgeries offered overseas, such as in Turkey, are more affordable than in private clinics in the UK.
However, there may be hidden costs.
The Royal College of Surgeons is advising people to consider the cost of additional flights and hotel stays for future corrective or corrective procedures.
It also warns patients to consider what will happen abroad if they pay in advance but change their mind before surgery, as reimbursement rights may vary by country.
choose the right surgeon
Surgeons and clinics may have different regulations and standards depending on the country.
Before traveling abroad for surgery, the NHS says you should ask whether your surgeon has sufficient training for the procedure you want to perform, and for how long.
The Royal College of Surgeons says surgeons should also have sufficient insurance to carry out the surgery they wish to perform. We suggest asking to confirm the surgeon’s insurance details.
Experts also warn that it is important to properly consult your surgeon before agreeing to undergo surgery.
flight hazards
Flying for major surgery increases the risk of blood clots forming, which can be life-threatening.
As a result, the NHS says people should wait five to seven days before flying after surgery such as breast surgery or liposuction, and seven to 10 days after facial surgery or a tummy tuck. I’m warning you.
However, some surgeons suggest waiting 2 to 6 weeks before flying, depending on the surgery.
“First of all, we want the patient to be relatively close to the surgeon in case any problems arise immediately after surgery,” Dr. Rotsaert explained.
He added: “Secondly, because of the risk of deep vein thrombosis/pulmonary embolism associated with the surgical procedure, its sequelae, and the long period of immobilization.”
You can improve circulation by drinking plenty of water, avoiding alcohol and walking around on the plane, but you can’t completely eliminate the risk of blood clots, especially during major surgery, says the British Association of Plastic, Reconstructive and Aesthetic Surgeons (BAPRAS). ) announced.
Aftercare
Follow-up care after surgery is an important part of treatment. But things can get even more complicated when you travel abroad.
According to the Royal College of Surgeons, before having surgery outside the UK, consider how long it will take to see a surgeon if complications arise.
Experts warn that instead of using a helpline, make sure you have contact information for a designated doctor who can deal with any complications.
You should also make sure that the clinic will address your issues and support you if you are not satisfied with the results.
In many cases, the NHS will not help you unless you have serious complications that require emergency or life-saving support.
Source: NHS, BAPRAS, Royal College of Surgeons.
